The many ways professional organizations help product managers with Mark Adkins


How pita evolving to keep up with the Times. So it's funny because the one thing I in kind of full disclosure sure is I have two sons I four children. Two sons oser product managers. Not that I made them do that. Once a senior product manager at Google the other one is a product manager for ten cents the Chinese company that owns we chat but they also own riot games. James and he's part of the League of legends brand so I have these two sons who think they invented product management right. No no no no. Oh No it's been around a long time. I can't remember. I don't know who to ascribe it to a friend once called it the accidental profession. That's right and I. I've always loved that term. Although it's changing right I think that's what we'll talk more today about it. It really is a legitimate profession Russian. If you will but twenty thirty years ago it was you're tapped on the shoulder you know you're working at a company and you have an engineering degree or Marketing degree or finance degree. Somebody says hey. Atkins I want you to Ron product development in like what really and boom you're a product manager and that's part of again my history with PD was when I was tapped to run a product development program. I'm like who do I return to. How do I learn it is a profession? How do I become better at it? And that's where we are today. The role of product manager product owner her and so on his exploded and I think pedia may as well position to be the keeper that Professional Association for for this community. Because the other thing I would like to add is product. Managers are in corporations. Say We're practitioners but we have a great great history with academics. We welcome service providers so one of the very unique things about PD. Ama Professional Association is we include the entire our community so it it yes. It's people incorporations is people in startups doing product development. But it's the academic people that give us the foundation that we need to be he great at innovation and it's the service providers market research companies. The the design firms that are instrumental in doing great product Komo. Yeah I think that that Nicks is really key to PD me. And what I find so appealing about it and I was having a discussion with someone. This wonderful experience. I got to train in their product managers in this large organization and the guy that brought me and it was senior director of product management for them and he was talking about what we did for the training raining. My group is all based on. PDA's body of knowledge and put my hands around that. And the reason why I chose that is instrumental in the work that I did that. I successful and it's also grounded in research every what four five years. There's this study that does about what are the best organizations doing in the space. And how does that compare to everyone else and it gives you a real appreciation for what you need to be doing right. The distinction there and his reflection on this. Was You know Chad. Yeah I've done training from all the different organizations right. I've been in product management longtime. I've never seen something that is as wide breath and as integrated as this Body knowledge that covers all the things that you really need to know. So what I'd like to do to build on that there's two elements one is going to be China. Our Program in China is going to be teaching at the University of Pittsburgh Environ January. So let me let me start with my personal program. I teach a course I in the technical title is managing medical device. RND right but I use the PEDIA may body of knowledge approach as my textbook. Because when I looked at what I'm trying to do with these graduate students who are pursuing a master's of science and bioengineering. I I I WANNA give them the full breadth of understanding of what it is to develop new products and the PDA body of knowledge is the guidebook is as a wonderful resource. So I use it personally might textbook as far as China. There's not a better example when you were talking earlier about. PM Am I and project management and Pedia. May We have a wonderful program. I've been twice to China to be representing Pedia. May It was is our former chair. Alan Anderson it really got the program going and we are certifying thousands of Chinese folks who have a PM so they were project managers but now literally the government of China wants to move up the value you chain. They WANNA be innovators. They don't WANNA be simply low. Cost manufacturing companies in a country. That just can only make cheap product. They want want to innovate and so they've turned -pedia may as their partner in developing a certification program. So if you WANNA be a product manager in China China you need to get your n. p. which is our revocation and we have literally trained thousands and thousands of Chinese and it grows every a year so I think it's a wonderful example of this differentiation and the move up if you WANNA call it. The value chain from project management into product management innovation. And we're doing it in China in spades. I think it's really interesting. How PD may is in? A sense has always been international nationalization but exporting what has been known as the US has capability dominance in product management to other places and China paid attention to that right an open the doors to this just as they did two PM. I sometimes goes well. Can I also add the global nature on our former tair. He's a key week he's from New Zealand. So for the last three years our chairpersons been the New Zealander so I agreed read the PDF roots are in the US but it would be complete underestimation of us to think of us as a US only organization. Yeah I I do. Think the recognized dominance in at least the area of product management has been kind of US base. Because when I talked to other people in other countries they talk about well. You guys have so much experience in that. How do we get that experience to? And this is one way. And that's awfully kind of a wakeup call. I think for product managers. If you're listening to this now certification. Should I think historically has not made a big difference in our industry frankly. I very rarely see job. Announcement saying some kind of certification is desired but if if we have thousands and thousands every year of product managers in China getting certified. It's going to start making more of a difference and it's something just to look into frankly clearly the value to me. The value of many people that have helped train for specifically for the certification isn't really getting that certification right. It's not the piece. The papers not magical but learning that body of knowledge learning the framework man if there was big light bulb moments. That went off for me as I was doing that personally. And I had the pleasure of helping to co train on that body of knowledge at last year's conference of you and I were that and I assured just my journey with that too and said when I learned about this. That was huge. I suddenly put together the pieces that I've been doing for the last ten years that I didn't really know how they fit and there were other people in the room that came up to me afterwards and said you know. lightbulbs would offer me too during the training today that I never made these connections before it was just really powerful. Really good so let's talk about the benefits associated associated with a so if people want to check out the professional organization lots of free resources available and of course it is a professional association. If you're a paid member when you get access to other things to just what's involved in those benefits I really WanNa go instead of going down into the dark details of everything everything when I reflect on my time with. PDA In this recently yesterday. On a link to impose it's been a couple apple decades of meeting fantastic people so whether you volunteer for DNA or you're just see participating or online or as part of a chapter after I can guarantee you're going to meet some of the smartest most interesting most dedicated people you'll ever meet you'll meet them through pedia and that's pretty priceless kidding. It's very priceless. And then the second thing is what you learn right. Yeah so like to your point about body of knowledge right. I tap on the shoulder twenty years ago. It's like you're in charge of product development. Oh man what does that mean. And the ability to go to the website the body of knowledge all of the books we published all the webcast we do. There's so much you can learn is part of PDA so rather than going down into the weeds of benefits in listing a dozen. You'RE GONNA meet great people and you'RE GONNA learn a lot. Just become become part of our community and I can guarantee those benefits you'll get

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